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NETFLIX, INC.

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Sneaking is the New Bingeing: Moms Get More Creative Than Ever By Squeezing in Time to Stream Netflix

07/11/2017 | 08:10am EST

LOS ANGELES, Calif., (July 11, 2017) - Netflix asked, and nearly all moms (97%) agree, that they had more 'me time,' including time to binge their favorite shows whenever and however they wanted, before having kids. While they wouldn't give up motherhood for anything, they do pine for a few precious minutes to themselves to catch an episode of Gilmore Girls to feel more in touch with pop-culture, friends and co-workers. In fact nearly three quarters (71%) of moms admit they now have to sneak in TV 'me time' in surprising ways and places.

From streaming favorites like Fuller House while washing dishes, to locking the bedroom door to 'finish getting ready,' aka checking out a new episode of Orange is the New Black, for moms, sneaking is the new bingeing. In fact, almost half of moms (46%) admit to sneaking their favorite shows up to three times a day, and for a variety of good reasons - from feeling like they can be a better parent by de-stressing, to feeling more connected with friends and co-workers and yes, even feeling like her 'old self again.'

How moms hide and sneak.
Doing household chores like a load of laundry (57%) and cooking a meal (48%) are the most common ways moms get in TV 'me-time' while multitasking. Other popular types of sneaking include:

  • 'Bathroom sneak' (40%) - extending time on the proverbial throne to sneak in some QT with a new series like The Crown.
  • 'Beauty sneak' (27%) - taking a little extra time applying makeup to catch the first episode of a returning favorite like Scandal.
  • 'Hiding sneak' (21%) - ducking into the dark recesses of the house (pantry, closet, basement or laundry room) to indulge in a nail biter like Stranger Things.
  • 'Health sneak' (15%) - spending an extra 30 minutes at the gym to burn off the last episode of a slamming series like Marvel's Jessica Jones.
  • 'Carpool sneak' (15%) - pressing play on a nostalgic throwback like Gilmore Girls while parked for school pickup.

The sneaks don't stop there. Nowhere is off limits for moms to find time to stream from taking breaks while working from home (22%), sitting in a parking lot (19%), running 'errands' (19%), sitting in the driveway (17%), and fibbing about other obligations (12%).

Want to see how hilarious mom vlogger duo Cat & Nat sneak their TV me-time?
https://www.youtube.com/watch?v=XQ4yFCaOQsw

Why moms are sneaky streamers.
From de-stressing to being a better parent, there are major benefits to moms sneaking time to watch their favorite Netflix shows. According to moms, they need their TV me-time to:

  1. Take a break from daily routine (66%) and have some adult-only time (49%)
  2. Feel less stressed (55%) and more refreshed (37%)
  3. Get some peace and quiet (47%) and watch something other than kids TV (46%)
  4. Feel like her old self again (32%)
  5. Be a better parent (19%)

Most sneaked shows*.
From keeping up with the ladies of Litchfield to steamy doctor dramas and rallying around zombie fighting friends, Netflix asked moms what their most sneak-worthy shows are:

  1. The Walking Dead
  2. Grey's Anatomy
  3. Orange is the New Black
  4. Friends
  5. 13 Reasons Why
  6. Scandal
  7. How to Get Away With Murder
  8. Once Upon A Time
  9. Fuller House
  10. Gilmore Girls

Link to campaign assets.

Methodology
*Netflix commissioned the 'Netflix Mom TV Me-Time Survey 2017' among n=1,006 US Moms (including an 'oversample' of n=307 US Hispanic Moms) and n=322 Canadian Moms, who have children 9 years old and under living at home. The survey was conducted June 9th-14th, 2017. The margin of error is: US Moms +/- 3%, USH +/- 5.6% and Canada Moms +/- 5.5%. Survey conducted by Zeno Research & Insights.

About Netflix
Netflix is the world's leading internet television network with over 100 million members in over 190 countries enjoying more than 125 million hours of TV shows and movies per day, including original series, documentaries and feature films. Members can watch as much as they want, anytime, anywhere, on nearly any internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments.

Netflix Inc. published this content on 11 July 2017 and is solely responsible for the information contained herein.
Distributed by Public, unedited and unaltered, on 11 July 2017 12:09:10 UTC.


ę Publicnow 2017
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